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Best Practices
How we buy and sell media is drastically changing.
So is how we are consuming and engaging with advertising.
How do we continue to improve the user experience?
5 things to think about
in creating a campaign that resonates:
Think holistically.
1Select the media mix that’s right for you.
Run complimentary
strategies.
Think like a modern consumer (psst—you are one).
2Approach your campaign as you would like to engage with a campaign.
A day of media consumption
Do your homework.3 Make sure you understand the landscape in which you’re advertising.
So much nuance in every environment.Not every publisher has the same look and feel.
Creative thinking4 One size doesn’t fit all—immersive advertising is about immersing your brand into the consumer’s lifestyle and habits.
Understand the formats and assets for requirements.
300 x 250 and 728 x 90 is not your 100% plan anymore. It’s much more detailed.
Message to each unique aspect of your audience.
One messaging strategy doesn’t exist—1:1 requires multiple themes.
Success is in the measurement5Data is the thread that ties your plan together.
Tim Sims, VP, Inventory & PartnershipsTim.sims@thetradedesk.com
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